How would you change the world?
Let’s start with Hi
The design uses illustrations based on target market research where I reached out to Gen Z & Millenials to pose the question, “If you could do anything, how would you change the world?”.
This research received comments such as;
Free sanitary products & contraception for all
Legalisation of various drugs to remove the stigmatism of getting help
Change who is currently in power over the country
Improved healthcare & education systems
More support for refugees & homelessness
And many more.
The idea uses the concept Fresh Perspectives, for a Fresher World. Anybody that uses these platforms can share their thoughts online with #Hi<3Neken, so that Heineken can collate the opinions & respond by using their brand to bring some of these ideas to life.
This project stemmed from a DNAD new blood competition, where Heineken explained that they wished to target Gen Z & Millenials who aspired to develop a fresher world. This campaign aimed to empower young people by helping them to understand that the first step to any big change in the world starts with a conversation. Heineken can do this by providing physical & digital platforms for their voices to be heard. It follows the British phrase of ‘putting the world to rights’ where people get lost in conversation while expressing their opinions on how to fix the world.
Why Hi?
I used the original Heineken bottle as a base for the design, but removed the label and implemented my design by using my Cricut to cut the illustrations onto permanent vinyl and then printing the label. To create the chairs, I purchased two normal kitchen chairs off Facebook Market place, custom mixed the paint to imitate the brand colour and used Cricut permanent vinyl for the illustrations.
The cupholders and wooden signage was initially designed through sketches, but then I took the sketches to Qube Electronics who helped me to bring these to life. Kevin from Qube was able to 3D design the cupholders that I had sketched and lazercut the wood ready for me to paint and attach to the chairs.
I also designed and developed a functional social media filter for Facebook & Instagram. If you follow the QR codes below you can try it for yourself.
I wanted to end this project with something that could be long standing. I felt that the bottles, chairs and filters could become ‘ordinary’ after long exposure, as people would move onto the next new trend. This game’s goal is to encourage people to think outside of the box, with prompts to encourage them to ‘put the world right’. Each person is given a heart card and a thumbs down card while the prompt cards stay in the middle, star face up. Each round, everyone will have the chance to give their own answer to the prompt, and then everyone can vote for their favourite answer by using the heart card. The winner of the round if the person with the most hearts, where they can then take the prompt card and turn it over the reveal their star point. The thumbs down card can be used when you really disagree with an answer, and if everyone uses their thumbs down card then they lose a star point if they have one to lose!